Market Segmentation of Gillette

Gillette is a luxury brand developed in 1901 by King C Gillette. Procter & Gamble’s new owners merged with Gillette in 2005 and kept the brand name. Procter & Gamble is a multinational corporation that sells various brands and goods, including Household Care, Health Brands, and Beauty. What about Gillette, which has kept the firm viable for so long? This blog is about to disclose all of that.

Let’s look into Gillette’s segmentation strategy.

We’ll watch a commercial to help us.

Gillette has a new razor that it believes is so sharp that the business returned to the Super Bowl for the first time in 16 years.

Procter & Gamble aims to highlight their new GilletteLabs razor, which comes with an exfoliating bar to remove dirt and debris from the skin, during NBC’s coverage of Super Bowl LVI on February 13. The new ad will not include celebrities, adorable animals, or infants, as is typical of Super Bowl advertising. The focus will instead be on the latest product and what it can accomplish for those who require a quick and straightforward shave.

“We are extremely excited to be back in the Super Bowl for the first time since 2006, as the launch of the GilletteLabs with Exfoliating Bar is a big one for us that deserves this national stage,” said Mariana McQuattie, senior vice president, P&G Grooming, North America, in an email statement.

“With our Super Bowl activity, we’re even more excited to add to our sport’s legacy.” GilletteLabs with Exfoliating Bar is a game changer. We have tried it, love it and claim they will never use another razor again.”

Gillette’s new 30-second commercial, designed in collaboration with WPP’s Grey Advertising, will air during the second quarter of the game. It enters the Big Game advertising lineup as one of its Procter & Gamble siblings, Tide detergent, withdraws from the event after several years of delivering funny and occasionally eyebrow-raising advertisements.

Gillette has traditionally emphasized function in a decades-long effort to differentiate its shaving products from conventional competitors such as Edgewell Personal Care Co.’s Schick or emerging rivals such as Unilever’s Dollar Shave Club. It aired a minute-long Super Bowl commercial in 2006 promoting the five-bladed Fusion razor, depicting two scientists going by helicopter to a top-security secret desert outpost. Once there, they merged two light beams to create the new shaving device.

Gillette will also demonstrate the razor near Los Angeles on Super Bowl weekend. Gillette will provide a roller-skating event in Santa Monica to show how quick, effortless, and smooth the new GillletteLabs technology makes shaving.

It’s understandable why Gillette has opted to target Conscious Progressives.

What details do we know about this segment?

Values and lifestyle:

Self-aware progressives are extremely smart. They are always on the lookout for new information. They always intrigue people since they constantly collect profitable data from Progressives. Progressives are realistic in their daily lives. You’ll notice their common sense, especially when it comes to money.

They only spend money on necessities. Progressives work hard to be appealing. They acquire attraction through their uniqueness, intellect, and attractiveness.

They have various friends in this area on whom they may rely. They enjoy spending quality time with their friends, and the meeting location could be more critical.

Progressives expect a successful career. However, Progressives perform penances only if there is a chance of exchange in career opportunities. This group appreciates providing as much as possible to the companies where they work. When Progressives believe in something, they will stand by it. They are prepared to clarify their position to anyone with a contrary opinion. This industry displays environmental awareness through its lifestyle choices.

Progressives’ friends are all distinct, each bringing something different to the table, and it appeals to progressives since they flourish when surrounded by intellectual people.

This class places a high priority on its family. They make an effort to spend quality time with their family regularly. Progressives look forward to gaining approval for their accomplishments from their loved ones.

Progressives cherish their alone time as well. It generally occurs while they are dealing with and reflecting on the frantic priorities of their lives.

Progressives are truthful and devoted in their relationships. They are more likely to establish long-term relationships.

From the standpoint of shopping:

Progressives will consider advertisements that are engaging. Aside from being entertaining, promotions should communicate a message or conceal critical information.

Because Progressives have always appreciated deep thought, this market needs to understand more about the packaging of the products they buy. Progressives are only interested in the thing and its utility.

16 Personalities (Which one is for your business?)

Other interesting facts:

Even when Progressives buy products for emotional reasons, they consider their practicality. Another significant factor to consider while selecting an object is its quality. Progressives buy much apparel because they care about their looks.

The bulk of the time, Progressives buy warm essential clothing pieces.

Other interesting facts:

Progressives are the most socially active group, with hobbies that reflect their intellect. Despite their best efforts, progressives occasionally fall into the mainstream group. This population consumes media from various sources, including radio, newspapers, and internet networks.

Gillette’s positioning approach.

Gillette is in various business categories, including razors, blades, trimmers, shaving creams, and skincare items.

The company’s shaving solution portfolio is Stars in the BCG matrix because the company has a wide range of products from low end to high end with different alternatives that not only helped the company cater to the needs of various segments of customers but also helped it retain them by continuously innovating its offerings.

Its skincare business category must compete with many well-known market players, hence the question mark in the BCG matrix. The parent firm, Procter & Gamble, assists in distributing Gillette goods through multiple channels, including the business’s own sales channel and third-party distributors that oversee the end-to-end distribution of the items in the market on time, every time.

P&G is investing in developing an agile, flexible, and speedier distribution network to match its supply chain with that of distributors/retailers to decrease the intake and offtake gap.

Gillette’s marketing mix.

Product. 

Gillette only sells grooming products and a large selection of toiletries that are technologically sophisticated and hence premium. The firm has always taken pride in its goods and provides a wide range of products, from body wash to razors. The debut of the ‘Fusion 5-bladed razor’ in 2006 changed the industry and remained the best-selling device. Each product falls into one of several categories or groupings.

Under its Razor group, the main products are:

• Gillette Fusion Pro Glide Shaving Razor;
• Gillette Mach 3 Sensitive Shaving Razor: This newly designed razor reduces the pressure of the blade and gives a smooth and fresh look;
• Gillette Mach 3 Turbo Sensitive Shaving Razor;
• Gillette Fusion Power Razor;
• Fusion Gamer Razor;
• Gillette Fusion Manual Razor.

Under its Shave Gel and Foam Categories, the products are:

• Fusion Hydra Gel;
• Series Foam;
• Series Gel;
• Foamy. 

Price. 

Gillette’s price approach is premium pricing. However, the quality of its items is also quite excellent. Products like the Gillette Mach 3 and, more recently, the Gillette Mach 5 have taken the globe by storm. Gillette’s shaving foam and gel price is far higher than its competitors. Yet, Gillette has retained consumer loyalty through its value and marketing tactics. Consumers are willing to spend the extra money to be associated with such an irreplaceable brand.

Nowadays, actual price increases are difficult to alter a customer’s allegiance. The corporation is encouraging its customers to place a higher value on emotions than on money. Gillette’s policy enables customers to try its products at least once. After using this high-quality product, the corporation knows the consumer would find it easier to convert to a lower-quality product. The high price becomes irrelevant when the consumer is satisfied with the goods.

Place. 

An estimated 600 million individuals have put their confidence in Gillette products, which are widely available on practically every continent. This world-famous brand has dealers and distributors throughout Central America, South America, North America, etc. Gillette’s network has grown to approximately 140 countries, including Sri Lanka, Nepal, and Bangladesh. It has established factories in practically every major country, including India, China, the United Kingdom, and the United States.

Its distribution network is well-organized and sturdy, with activities running smoothly throughout. The franchise manages the distribution in each location that has workers. Direct supply to retailers without the need for distributors is encouraged.

The first manufacturing factory in India appeared in Rajasthan at Bhiwadi. The company’s headquarters are now in Mumbai. It has at least one lakh retail units spread throughout 3,600 towns. Gillette has chosen DHL Courier as its service provider to maintain an effective dispatch system.

Promotions. 

Gillette’s advertising policies cost billions of dollars. They employed an emotive marketing technique to advertise their products. The advertising is sleek and stylish, giving the impression of being unstoppable. The organization has used innovative and diversified techniques to retain its client base while attracting new customers.

Looking at the advertising, one can sense the model’s confidence and unbeatable sensation on her face, which changes the buyer’s thinking. The emphasis in marketing is on emotion rather than the product itself. Customers want to capitalize on this passion by purchasing Gillette items. The advertisements have elevated shaving from a simple act to a grooming ritual, eliciting a significant reaction from viewers.

Famous people were brand ambassadors for the worldwide market. ‘Roger Federer,’ a renowned tennis star, ‘Tiger Woods,’ a master golfer, ‘David Beckham,’ a world-famous footballer, and Thierry Henry have all appeared in Gillette commercials. Other athletes that have appeared in Gillette commercials include Pakistani cricketer Shoaib Malik, Australian cricketer Michael Clarke, Derek Jeter, and Park Ji- Sung. Rahul Dravid, the famous cricketer, and Irfan Khan, the renowned actor, have both appeared in advertisements for Gillette goods in India.

Gillette outperforms its competitors in the packaging category by a wide margin. Its logo is black to represent an intelligent guy; the blue base cover is connected with males and has a calm and fresh appearance. The colour white represents purity, whereas the colour red highlights the deviations. The ingredients are on the cover, reducing confusion and allowing customers to read and understand the goods. The eco-friendly packaging has also proven popular among the metropolitan population.

Gillette has executed breakthrough concepts with military precision and patience to grow its sales. It has sponsored well-known athletes and sports, such as football, to improve its image. Gillette has centred its advertising efforts around the company’s current brand ambassador. All of the specific information about each product is available on the internet with a single click of the mouse. It has helped to attract a significant number of purchasers.

 The blog “Gillette Market Segmentation” has concluded. We looked at its segmentation, positioning, and marketing mix to learn how it maintains its performance. You can find a lot of blogs like this on our home page. We routinely update our feed with new blog content.